From what we do to how we do it, you ask, we answer. Choosing
a sonic branding partner is a big step. This FAQ is here to give you clear, honest, and practical information so you can move forward with confidence. We address the most common questions upfront to simplify your decision and make working with Sixième Son smooth from the start.
We offer a range of sonic branding products and services including:
We are the perfect balance between SENSE & SOUL. We innovate with intention and authenticity through collaboration, creating high-performing, vibrant sonic identities.
Our tone is approachable yet expert, blending rigor with curiosity and playfulness.
Our culture foregrounds spontaneity, health, community, inclusivity, and fun - because great sound comes from human connection, creativity, and joy.
100% in-house creatives
We are independent
We are obsessed with quality & impact
We believe in long-lasting partnerships
We have a true global presence
We make brands sound locally relevant, globally consistent
The agency is organised by three main teams across our six offices, consulting team, creative team and accounting/legal team.
Under the leadership of Michael Boumendil, who pioneered sonic branding 30 years ago, and Laurent Cochini, who has 20 years of expertise, the three teams work hand in hand to deliver the most strategic and creative solutions for our clients.
The music is composed 100% by our in-house creatives, coming from different countries with various musical backgrounds. While each musician has their specialty, such as our chief orchestrator, singer, drummer, and UX/UI specialist, they are also experts at applying their musical expertise to branding. We also occasionally work with external musicians and orchestras, upon request from the client or to enhance our creative work.
Yes! See the previous question.
At Sixième Son, we believe in true co-creation with our clients. No one knows your brand better than you, and our role is to listen and translate your identity into sound. Together, we craft a musical vocabulary that captures your essence and amplifies your story.
Our process typically unfolds in 4 phases: analysis, creation, implementation, and amplification. Since every brand is unique, we stay flexible and tailor our approach to meet your specific goals and needs.
The duration of each project depends on several factors, such as the scope of work (the number of adaptations, touchpoints etc) and the pace of collaboration based on your priorities.
In general, the process could vary from 3 weeks to 3 months and more. Since every brand is unique, we tailor both the process and the timeline to fit your specific requirements. And since all our music is made by human, we care about our creations and want to deliver the highest creative quality for our clients.
As we’re creating sounds that will serve as a long-term brand asset, many of our clients continue working with us over the years, evolving their sound through new campaigns, events, and product launches.
Yes, we have a template that we can share, as a brief for sound differs tremendously from a brief for a visual identity or an advertising campaign.
Having said that, the most inspiring and powerful brief we've had has always been based on a real human conversation, so why don't we set up a call and talk about it instead? This is the best way for us to truly get to know your brand.
Besides, we get to ask fun, thought-provoking questions, like if your brand were an orchestra, which instrument would play your brand story best? ;)
Nobody else has our experience and expertise. We have created more than 550 sonic identities, and the reason we are a global leader is simple: what we do works.
We are always keeping a close eye on the impact of our creations, and we know our clients need data and results as well as branding expertise and creativity. That's why we developed various tools to analyze our sound. Our tools include a unique barometer of sonic branding performance, MAP™ research approach, and proprietary psychoacoustic testing methodology.
In collaboration with our expert data partners like Harris Interactive, these tools can be used in every stage of the creative process, be it pre-test, test during the creation to validate the creative routes, or post-test. And most importantly, we design our testing methodology specifically to the needs of each client.
Want to learn more about how it works? Feel free to give us a call or drop us a message. Most of our clients have partnered with us for over five years, so we must be doing something right, right? ;)
We are the leader and pioneer of sonic branding, and we've been experts at what we do for 30 years. It is in our DNA to deeply care about our clients and foster long-lasting partnerships, and we are dedicated to accompanying you from the beginning to the end to make sure that we create sonic branding that works for your brand.
To put in simpler words, we are here to marry, not to date around.
Furthermore, we value the highest creative quality, which means that the sonic identity is powerful enough to be adapted to every new touchpoint, every new campaign that the brand might initiate in the future. Your brand is not fixed or rigid, and as it evolves through time, we are here to evolve with you.
Both. We are an independent agency, which gives us the flexibility and freedom to work with anyone (brands, agencies, non-profits...) that best suits our goals and clients’ needs.
At Sixième Son, we believe in the power of sound to make a positive impact. That’s why we dedicate part of our work to pro bono projects supporting organizations that serve both global and local communities, helping to gain awareness to health, culture, society, environment, and so on.
Our collaborations include meaningful partnerships with Watch Duty, FEDORA Platform, Centre Pompidou, La Philharmonie de Paris, Sound Affects, Forest Carbon, and Action Against Hunger - initiatives that are driving change, inspiring compassion, and strengthening connections around the world through their missions.
Music rights are an essential part of the sonic identity process, as it ensures the legitimacy of usage for your brand. The regulations vary depending on the region, but don't worry, we will take care of it from A to Z, so that you can be legally safe and at peace.
Our fees are generally divided into two categories: production fees and license fees.
Production fees reflect the scope of work and the time our creatives and account managers dedicate to your project. License fees are there to protect your music, depending on factors such as geographical reach, duration of use, and the type of media.
We are always open to new creative challenges, as we are a curious and ambitious bunch of individuals and we love the explore new possibilities for our clients, from creating your sonic identity on stage with your collaboraters to having Robbie Williams sing your brand song... Whatever you can think of, try us, we will have an answer - the sky is the limit.
Any company that cares about its brand—and, in fact, any organization—should harness the power of sound, whether it’s a consumer or corporate brand, B2B, B2C, B2B2C, or even a nonprofit.
If you want your brand to be memorable, emotionally engaging, and instantly recognizable, sound is a powerful tool, just like your logo or visual identity. Even small audio cues, like notification sounds or jingles, can reinforce your brand’s personality and values.
So, any company that cares about its brand, story, positioning, and public perception should consider creating a sonic identity.
If your brand matters to you, your brand’s sound should, too.
Absolutely! 40% of Sixième Son's clients are B2B brands. B2B brands can benefit in several important ways, at least six:
That wouldn’t be a good idea, but we know how to move fast when needed. To design your visual identity, would you skip all the steps and jump straight to the logo? Probably not.
A sonic identity works in the same way. A sonic logo is meant to become one of your most powerful brand assets: its textures, instruments, style, and sound palette can be adapted across touchpoints and serve as the anchor of your brand’s overall identity.
So, to create the right sound, we first need to understand who you are, your purpose, values, and brand platform. A sonic identity allows us to do exactly that, and helps us shape a tailor-made methodology based on your specific needs.
Rest assured, at Sixième Son, our goal is to design the best sound and music strategy for your brand, we’ll never recommend more than what’s right for you.
We have a truly international presence, with offices in New York, Paris, Singapore, Toronto, Dubai, and Madrid. This enables us to have extensive experience thanks to collaborations with clients across the globe. It also brings a deep understanding of local cultures to every project.
Our sonic identities are created to be both versatile and flexible, allowing for seamless adaptation while incorporating distinctive local flavors. Based on the universality of music, our approach ensures that each expression of the brand feels globally consistent and locally relevant.
For example, our partnership with Lux spans more than ten campaigns across different countries. Each version is thoughtfully tailored to reflect the local musical culture, creating a stronger emotional connection between the brand and its consumers.
We started working with AI in 2016. Sixième Son has weathered several technological revolutions that have reshaped the way we work. AI is the latest. And like every revolution before it, this one only strengthens our core expertise: we are tailors, we are chefs, artisans crafting bespoke creations. Every piece we produce is built with precision, intention, and the exact ingredients to ensure the right music fits a brand perfectly.
Our know-how is rooted first and foremost in human creative genius, guided by a rigorous methodology, and fueled by what no machine can replicate: our creative team’s instinct and emotion. We never compromise on quality. AI is a remarkable apprentice, and training our teams has been a priority. We delegate low-value, time-consuming tasks to it so we can stay focused on what truly matters: thinking, shaping, refining, and finding the right sound for each of our clients.
Sixième Son doesn’t draw inspiration from the closed loop of AI, which can only recombine what already exists. We create the new. We don’t bend to trends. We don’t standardize, that would betray the very essence of our craft. And above all, we ensure our clients can use music with absolute confidence and serenity, from the creation of their sonic identity to every adaptation across every single touchpoint.